Create the perfect coffee moment

Taste buds + exact sensory conditions = perfect experience.

Go for your coffee break at 11 am, according to a formula devised by scientists at the Oxford University study led by Prof. Charles Spence, from the department of Experimental Psychology.

They developed the formula (M = 0.5 x F + (0.5 x E + 0.3 x P + 0.15 X C +0.05 x T) by combining various factors such as great flavour (F) with the perfect environment (E), the container it comes in (P), who you drink it with (C) and the time of day you enjoy your coffee break (T) to create the most enjoyable moment (M).

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